摘要
介绍了现代广告艺术性表象研究的重要性。从广告的内容与形式二方面研究广告艺术性的表象特征,即从广告内容的艺术审美角度出发,结合案例研究广告表现出的奇、味、妙3种基本审美特征;从广告形式上的研究出发,探讨了震撼、唯美的基本表现特征。提出现代广告绝不能盲目地追求纯艺术而偏离广告的目的,归根结底广告是为营销服务的,围绕销售目标的艺术性广告应是设计师努力追寻的方向。
It proposed the importance of artistic presentation of modern advertisement.From the art aesthetic point of view,it studied the presentation characteristics of advertisement art from the content and form,which showed three basic types of aesthetic characteristics：surprisingly,taste,and wonderful.Starting from advertisement form,it explored the basic performance characteristics of shocking and aesthetic.Finally,it put forward that modern advertisement must not blindly pursue pure art deviates from the purpose of advertising,marketing services for advertising in the final analysis,but the art around the sales target advertising should be our efforts to pursue the direction.
出处
《包装工程》
CAS
CSCD
北大核心
2010年第16期105-107,110,共4页
Packaging Engineering
关键词
现代广告
艺术性
表象
modern advertisement
art
presentation
